Marketing To the Latinx Community: What They Want You to Know

The Hispanic population makes up roughly 20% of the current US population. With such a huge population, one might think Hispanics have made it to the mainstream market. However, stats show that only 6% of the industry investment is dedicated to the Hispanic market.

This clearly shows that even after so many years of effort and work, Hispanics are still underrepresented in the market. Moreover, this growing gap between businesses and customers is resulting in a loss of opportunity.

If you are running a business and want to target a Hispanic audience, your strategy needs to be powerful. From mind-storming the ideas to using the right content form and platform, you need to plan things through.

Here is everything that a marketer and business owner need to keep in mind while planning their business idea and marketing plan. 

Planning the Business for Hispanic Audience 

One of the worst mistakes that most business owners make is to neglect the needs of their target audience. Unless a business does not address the pain points of the community, they cannot expect their attention.

This also works in terms of marketing. For a brand to attract the attention of the target audience, they need to offer value to their community and population.

Here is everything a business needs to do to attract a Hispanic audience. 

Provide Good Customer Service 

Language plays a very important role in portraying a business as Hispanic-friendly. While most people will emphasize Hispanic ads, there is another factor that most businesses forget – customer service. 

Communicating in Spanish is one way to ensure your customer feels welcomed. Most brands are already leveraging the Spanish language to their advantage. These businesses are not just offering help to their customers in Spanish, but they have dedicated customer support as well as a strong online presence in Spanish. 

Xfinity is one such brand that has strategically embraced the Spanish language. Spanish-speaking customers can dial número de Xfinity anytime and seek guidance or report issues.

Give Them Solution 

The first rule of any business is to detect an issue and offer a solution. Nearly every successful business is based on this principle, and if you want your business to become successful, this will be the first step. 

For instance, e-commerce brands are a great example of a solution-oriented business approach. At the very beginning, e-commerce stores were initiated to offer home delivery for every product. The process was convenient for the buyers and helped businesses to save operational costs.

Later, more stores popped in, each offering a solution to a different pain point. For example, Amazon ensures user get their desired product easily. Ali Express ensures that user gets the same product at a much cheaper rate, whereas Alibaba ensures businesses receive bulk products directly from manufacturers. 

Speak Their Language

Marketing is all about communication, and it can only be seamless if you understand and speak the language of your audience. As a small business targeting the Hispanic audience, your best bet is to use both English and Spanish language. 

Does targeting Hispanics mean your brand should be Spanish? Well, yes, if your Hispanic audience lives in countries where Spanish is the first language.

In the case of America, most of the audience is second or third-generation Hispanics. These second and third-generation expats are either not very fluent in Spanish or do not speak Spanish at all. As per a study published by the Pew Research Center, nearly 24% of Hispanics cannot seamlessly carry a conversation in Spanish. 

To make sure everyone feels included, Spanish is the best bet for any business trying to target Hispanics in the USA. For instance, major US brands, including McDonald’s, Toyota, ESPN, Target, Colgate, and Rare Beauty are already using Spanglish to target the Hispanic audience. 

Design a Powerful Customer Experience

Businesses can only claim success if they stand the test of time. We have seen products and services making big within a few months and then failing miserably. 

Why so?

Well, most businesses that fail to make their mark in the market do not offer good customer service. While their product helps in offering a solution the process of buying, reporting an issue, or after-sale services is very bad. Helpscout reports that 78% of customers simply black out of a purchase when the customer service is poor.  

As a brand targeting a Hispanic audience, your customer journey needs to be Hispanic-friendly. From websites to social media and other platforms, you need to ensure that Hispanics find everything engaging. Some of the companies emphasizing customer experience include Uber, Airbnb, Netflix, Disney, etc. 

Offer Them Representation 

Within the field of communication and marketing, representation plays a very important role. This is the reason businesses are now investing in diversity.  For marketing the product to a global audience, making everyone feel welcome and offering everyone a platform is very important.

Most of the global brands operating in the USA are especially focusing on representation now. Even billion-dollar brands like McDonald’s, Netflix, and Adidas are hiring Hispanic models, using Spanish language and Spanish songs to target Latino audiences. 

Marketing To the Hispanics – Things to Consider 

• Focus on video format
• Use social media platform
• Make your campaign mobile-friendly
• Use Hispanic songs
• Celebrate Hispanic heritage, culture, and social values